book.chapter Beyond compliance embracing art

Throughout the industrial age, individuals dedicated their entire professional lives to aligning their personal comfort zones with what society deemed as the safe zone. This meant that your worth in the workforce was predominantly measured by how well you adhered to rules, conformed to industry standards, and demonstrated competence. Excelling in these areas made you a highly sought-after employee. However, the landscape of today's economy has shifted so dramatically and rapidly that many have not yet had the chance to realign their comfort zones with the new safety zone, which may still feel unfamiliar and uncomfortable. The contemporary safety zone is characterized by continuous cycles of creation, destruction, and renewal. It's a realm where deeper, more personal connections are forged and spread, essentially making the act of creating art the new benchmark for safety. Contrary to the traditional view of art as merely paintings or classical music performances, art, in this context, is more about an attitude. It's about producing work that is unmistakably human, crafted with care and intention to touch the lives of others. Art is about undertaking work that is deeply personal, requires courage, and has the potential to revolutionize everything. It's the endeavor of a human being to do generous work, to create something novel, and to make a meaningful impact on another person. An artist, therefore, is someone who ventures into the unknown without a map, aiming to create societal value. These individuals are pioneers, not those who seek safety by imitating others. Their work is challenging, necessitating a significant personal investment, and holds the potential to alter the status quo. The value we contribute is directly proportional to the amount of valuable information we generate, the trust we build, and our frequency of innovation. In the past, the industrial economy rewarded those who manufactured tangible products, built infrastructure, and amassed wealth through physical creation. Today, however, wealth gravitates towards those who foster connections. This is evident in the high market valuations of companies like Facebook and Twitter, which thrive on creating networks of connections. The internet has transformed into a vast connection machine, enabling anyone with a laptop or smartphone to connect with almost everyone else. This shift is revolutionizing the world, indicating that teams composed of individuals working for a company will soon be outpaced by tribes of people united by a cause. Investing in advertising to promote average products to average consumers will soon deplete your resources. Instead, dedicating resources to crafting exceptional products and services eliminates the need for advertising, as your customers will naturally connect with each other and bring more business your way. The emergence of the connection economy is reshuffling societal norms and offering unprecedented opportunities for those who can swiftly adapt to the new safety zone. This represents a once-in-a-lifetime chance to leapfrog the competition by creating something of immense value. The old paradigm of safety through obedience, compliance, and competence has been replaced. Today, generating art—defined as the act of making surprising connections, creating ideas that spread, and doing the unexpected—is the most valued activity in society. Success no longer comes from producing unwanted goods but from the ability to connect, innovate, and astonish. Albert Einstein once remarked that everyone is a genius, but if you judge a fish by its ability to climb a tree, it will spend its entire life believing it is stupid. This sentiment echoes the current situation where many are concealing their best work, insights, and selves from the world daily. Despite knowing how much individuals care, the system often discourages them from engaging with the people and projects they are passionate about. While the world does not guarantee anyone a living, there are always opportunities to make a difference. It's regrettable that so much time has been wasted, but it would be inexcusable to delay any longer. Everyone has the potential to contribute significantly, and the time for action is now. The economy hasn't broken; it has simply evolved.